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  • Anatomy of a direct mail letter

    It’s proven that direct mail works in today’s digital world. In fact, companies like Google, Apple and Verizon use direct mail. So, what goes into an effective direct mail package that these digital giants can rely on to deliver?

  • Cutting through the clutter

    In the digital age, it seems everyone is glued to their phones or tablets, and sometimes even multiple devices. People have become addicted to social media, email and texts. For many, it’s the first thing they do before getting out of bed and the last thing before going to sleep.

  • Target audience

    Since the classic Greek tragedies, communicators have understood the importance of knowing the audience. And it’s still true today. How can you deliver a message without understanding the mindset of the people you’re speaking to? In today’s marketing environment, communication professionals still chase audiences to sell something to—either for themselves or on behalf of clients. But depending on the industry involved,

  • Branding: a powerful metaphor

    As a broad concept, branding has been with us since forever. But the term itself only came into wide use within the last decade or two. And it’s plagued by misuse and confusion. Here’s a primer, starting with its component parts.

  • The science behind the creative

    The tried and true marketing and advertising acronym, AIDA, is an advertising effect model that identifies stages that an individual goes during the process of purchasing a product or service. The acronym stands for Attention, Interest and Desire, which results in Action.

  • Theme Park and Resort Marketing

    From mega players like Disneyland, Six Flags, Universal Studios and Busch Gardens to niche players such as Atlantis, Great Wolf Lodge and Hershey Park, Americans love their amusement parks and resorts.

  • Credit Cards and Soap: Differences and Similarities

    Credit cards and soap are both classified as commodities, but from a marketing perspective the similarities don’t extend much beyond that. Soap is largely about the very expensive game of buying recognition and differentiation through brand advertising, product positioning and distribution. So in that space, the TUP Model applies: Volume can be influenced by the trial rate, user rate and

  • Credit Cards: Align your Marketing with Customer Lifecycles

    The beauty of marketing credit cards lies in the unique dynamics of the product. Anticipate and address these dynamics and you can continue deriving income from the same customer over a lifetime.

  • Creating and Measuring Value

    In any industry, you can’t create value unless you understand what the customer needs—and how to satisfy that need at a price that’s both acceptable to the customer and profitable to the company––all before your competitors beat you to it. That means supply and demand management are crucial.

  • The 4 Es: Adding Fuel to the Marketing Mix

    For more than half a century, marketers have relied on the 4 Ps of marketing, a framework first written by E. Jerome McCarthy in his book Basic Marketing: A Managerial Approach. McCarthy’s formulation, which includes price, product, promotion and place (distribution), has informed the bedrock of product and marketing management since 1960.

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